Uncommon research for
remarkable brands
Uncommon research for
remarkable brands
Uncommon research for
remarkable brands
Based in Amsterdam and London
Based in Amsterdam and London
Based in Amsterdam and London
Established in 2025
Established in 2025
Established in 2025
/ˈaʊtˌlʌɪə/
NOUN
an exception that breaks the rule rather than proving it
WE BELIEVE…
THE WORLD NEEDS MORE OUTLIERS
We’re living through a period of permanent flux, defined by unstable institutions, shifting identities, and a desire for reinvention.
We believe that in environments like this, progress doesn’t come from playing it safe. It comes from outliers: the remarkable, the weird, the wicked, and the wonderful. The people and perspectives that push culture and brands forward into fruitful new grounds.
WE BELIEVE…
THE WORLD NEEDS MORE OUTLIERS
We’re living through a period of permanent flux, defined by unstable institutions, shifting identities, and a desire for reinvention.
We believe that in environments like this, progress doesn’t come from playing it safe. It comes from outliers: the remarkable, the weird, the wicked, and the wonderful. The people and perspectives that push culture and brands forward into fruitful new grounds.
WE BELIEVE…
AVERAGE INSIGHTS WILL ONLY LEAD TO AVERAGE STRATEGY
Much of the insight industry is built to reduce risk: to confirm direction, defend decisions, and smooth uncertainty.
That work has value (sure) but it also has limits. It explains obvious behaviour neatly, yet rarely reframes the problem or unlocks the genuinely new insights and opportunities required in this increasingly complex world.
WE BELIEVE…
AVERAGE INSIGHTS WILL ONLY LEAD TO AVERAGE STRATEGY
Much of the insight industry is built to reduce risk: to confirm direction, defend decisions, and smooth uncertainty.
That work has value (sure) but it also has limits. It explains obvious behaviour neatly, yet rarely reframes the problem or unlocks the genuinely new insights and opportunities required in this increasingly complex world.
WE BELIEVE…
INSIGHTS SHOULD WORK HARDER, DIG DEEPER, AND DELIVER MORE IMPACT
From our studios in Amsterdam and London, we operate fluently across more than 50 markets worldwide drawing on a huge network of the best cultural strategists, film makers, ethnographers, researchers, and analysts that all work together to do one thing well: deliver exceptional work for remarkable brands that genuinely sticks, lands and gets remembered.
WE BELIEVE…
INSIGHTS SHOULD WORK HARDER, DIG DEEPER, AND DELIVER MORE IMPACT
From our studios in Amsterdam and London, we operate fluently across more than 50 markets worldwide drawing on a huge network of the best cultural strategists, film makers, ethnographers, researchers, and analysts that all work together to do one thing well: deliver exceptional work for remarkable brands that genuinely sticks, lands and gets remembered.
OUR PROMISE
WE UNLOCK, UNEARTH AND UNLEASH UPSTREAM STRATEGIC OPPORTUNITIES
WE UNLOCK, UNEARTH AND UNLEASH UPSTREAM STRATEGIC OPPORTUNITIES
We partner with brands navigating fast-moving, high-stakes realities so every ØUTLIER project is:
Senior led
Every engagement is led by senior practitioners from first conversation to final output. No junior-run studies. No performative senior oversight at the end.
Grounded in context
We use bespoke, casting led recruitment to find the right people (those who have real skin in the game) avoiding professional participants and flattened panel data.
Method-agnostic
We follow the question, not a fixed toolkit. Deep qualitative immersion leading to rich cultural insight, Quantitative and social data in a way that it genuinely adds clarity, Semiotics, trends, and scenarios to widen perspectives.
Crafted for influence
We turn research into documentary-led work designed to shift perspective and travel through organisations. From film, photography, events and editorial to live moments and cultural programming, our outputs are built to be felt, remembered, and acted on.
Senior led
Every engagement is led by senior practitioners from first conversation to final output. No junior-run studies. No performative senior oversight at the end.
Grounded in context
We use bespoke, casting led recruitment to find the right people (those who have real skin in the game) avoiding professional participants and flattened panel data.
Method-agnostic
We follow the question, not a fixed toolkit. Deep qualitative immersion leading to rich cultural insight, Quantitative and social data in a way that it genuinely adds clarity, Semiotics, trends, and scenarios to widen perspectives.
Crafted for influence
We turn research into documentary-led work designed to shift perspective and travel through organisations. From film, photography, events and editorial to live moments and cultural programming, our outputs are built to be felt, remembered, and acted on.
OUR SPECIALISM
UNCOMMON RESEARCH
FOR A NEW ERA
Culture, customer & audience understanding
Segmentation · Cultural insights · Usage & attitude studies · Audience profiling · Thought leadership
Brand strategy & positioning
Brand strategy and positioning · Portfolio strategy · Brand purpose
Cultural & category foresight
Semiotic coding · Scenario mapping · Category futures · Need-space mapping · White-space identification · Innovation opportunity sizing and prioritisation · Pricing strategy
Comms development
Creative inspiration · Big idea development · Route testing · Iterative development · Message hierarchy testing · Pack and VI testing · Comms tracking
Shopper & experience journeys
Path-to-purchase · Journey mapping · UX/CX development · Vox pops
Culture, customer & audience understanding
Segmentation · Cultural insights · Usage & attitude studies · Audience profiling · Thought leadership
Brand strategy & positioning
Brand strategy and positioning · Portfolio strategy · Brand purpose
Cultural & category foresight
Semiotic coding · Scenario mapping · Category futures · Need-space mapping · White-space identification · Innovation opportunity sizing and prioritisation · Pricing strategy
Comms development
Creative inspiration · Big idea development · Route testing · Iterative development · Message hierarchy testing · Pack and VI testing · Comms tracking
Shopper & experience journeys
Path-to-purchase · Journey mapping · UX/CX development · Vox pops
Our
Methods
Our
Methods
IRL
Culture and qualitative insight
Filmed interviews, home and cultural ethnography, citizen journalism, tastemaker safari, diaries and tracking, community immersion, and all classic qualitative methods
IRL
Culture and qualitative insight
Filmed interviews, home and cultural ethnography, citizen journalism, tastemaker safari, diaries and tracking, community immersion, and all classic qualitative methods
IRL
Culture and qualitative insight
Filmed interviews, home and cultural ethnography, citizen journalism, tastemaker safari, diaries and tracking, community immersion, and all classic qualitative methods
ONLINE
Social and Netnography
Online communities, online ethnography, memology, narrative tracking, social semiotics, social listening, social trends
ONLINE
Social and Netnography
Online communities, online ethnography, memology, narrative tracking, social semiotics, social listening, social trends
ONLINE
Social and Netnography
Online communities, online ethnography, memology, narrative tracking, social semiotics, social listening, social trends
Data
Quant and unstructured analytics
Quantitative surveys, big data modelling, segmentations, personas and bringing them to life, data boards and widgets
Data
Quant and unstructured analytics
Quantitative surveys, big data modelling, segmentations, personas and bringing them to life, data boards and widgets
Data
Quant and unstructured analytics
Quantitative surveys, big data modelling, segmentations, personas and bringing them to life, data boards and widgets
Future
Semiotics, trends and scenarios
Strategic trends, semiotic, visual and narrative analysis , scenario planning and strategy
Future
Semiotics, trends and scenarios
Strategic trends, semiotic, visual and narrative analysis , scenario planning and strategy
Future
Semiotics, trends and scenarios
Strategic trends, semiotic, visual and narrative analysis , scenario planning and strategy
Studio
Creative studio and production house
Film, photography, documentary, design, experiences, dinners/food, music, journalism, events
Studio
Creative studio and production house
Film, photography, documentary, design, experiences, dinners/food, music, journalism, events
Studio
Creative studio and production house
Film, photography, documentary, design, experiences, dinners/food, music, journalism, events
Casting
Bespoke recruitment away from panels
Social recruitment, influencer network recruitment, street casting, high net worth casting
Casting
Bespoke recruitment away from panels
Social recruitment, influencer network recruitment, street casting, high net worth casting
Casting
Bespoke recruitment away from panels
Social recruitment, influencer network recruitment, street casting, high net worth casting